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DOI 10.70132/k6466377455
Reference to this article should be made as follows:
Kundlwana, B.; Asoba, S. N.; Mefi, N. P.; Justino, M. V. 2026. Social media pressure and its effects on youth behaviour and wellbeing: a case study from South Africa, Insights into Regional Development 8(2): 33-50. https://doi.org/10.70132/k6466377455
Received: 2026-01-20  |  Accepted: 2026-04-19  |  Published: 2026-06-30

Title

Social media pressure and its effects on youth behaviour and wellbeing: a case study from South Africa

Abstract

Social media has become an integral part of young people’s daily lives, shaping social interaction, emotional wellbeing, and behavioural choices. While global studies highlight both positive and negative effects, limited qualitative research has explored these dynamics within rural South African contexts. The purpose of this study is to understand how social media affects young people's daily lives. The study adopted a qualitative, interpretivist approach. It was conducted in the OR Tambo District Municipality, located in the Eastern Cape Province of South Africa, a predominantly rural area characterised by high youth unemployment and widespread social media use. Using purposive and snowball sampling, data were collected from twenty-four (24) social media users using Google Forms as the semi-structured interview guide and administered via WhatsApp. The data were analysed using thematic analysis. The findings indicate that social media outcomes in young people's lives are twofold; it may have a positive effect on them and put them at risk. Participants reported motivation, emotional coping, and inspiration, alongside exposure to peer pressure, financial risk, and online scams in the use of social media. They demonstrated critical awareness and self-regulation, and expressed concern about online safety and the need for greater guidance and platform accountability. This study contributes to knowledge by challenging deficit-based narratives that portray young people as passive victims of social media. It foregrounds the rural South Africa social media users' perspective and advances eco-humanistic scholarship by situating social media use within interconnected social, economic, and ethical systems.

Keywords

social media pressure, social media use, youth behaviour, youth wellbeing, South Africa

URI

http://jssidoi.org/ird/article/249

DOI

DOI 10.70132/k6466377455

Pages

33-50

Funding

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Kundlwana, Babalo
Walter Sisulu University, Mthatha, South Africa https://www.wsu.ac.za
Articles by this author in: CrossRef |  Google Scholar
Asoba, Samson Nambei
Walter Sisulu University, Mthatha, South Africa https://www.wsu.ac.za
Articles by this author in: CrossRef |  Google Scholar
Mefi, Nteboheng Patricia
Walter Sisulu University, Mthatha, South Africa https://www.wsu.ac.za
Articles by this author in: CrossRef |  Google Scholar
Justino, Mateus Vicente
Walter Sisulu University, Mthatha, South Africa https://www.wsu.ac.za
Articles by this author in: CrossRef |  Google Scholar

Journal title

Insights into Regional Development

Volume

8

Number

2

Issue date

June 2026

Issue DOI

DOI 10.70132/b2656224558

ISSN

ISSN 2345-0282 (online)

Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 380  |  PDF downloads: 428

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